How Aware Are Consumers About Their Favorite Fashion Retail Apps? - eMarketer
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How Aware Are Consumers About Their Favorite Fashion Retail Apps?

Those that use a retailer’s mobile app check prices and promotions

February 23, 2016 | Retail & Ecommerce | Mobile

Nearly two-thirds of US internet users don’t know if their favorite fashion retailer offers a mobile app, according to December 2015 research.

US Internet Users Whose Favorite Fashion Retailer Offers a Mobile App, Dec 2015 (% of respondents)

Market Force Information surveyed 5,722 internet users, ages 19 and older. Respondents were asked about their fashion shopping habits including brand preference, wallet share, brand engagement, problem experience and social media usage.

When asked if their favorite fashion retailer provided a mobile app, 64% of respondents said they didn’t know, and 7% said their favorite fashion retailer does not offer one. Only 29% of internet users said their favorite fashion retailer does offer a mobile app.

Ways in Which US Internet Users Use Their Favorite Fashion Retailer's Mobile App, Dec 2015 (% of respondents)

Among the 29% of respondents who indicated that their favorite retailer offers a mobile app, almost three-quarters said they use the app to check prices. And, nearly two-thirds said they use the app to receive promotions or discounts.

Furthermore, internet users also said they use their favorite fashion retailer’s mobile app to check merchandise availability, browse and purchase items.

By and large, consumers prefer apps for most of their activities, and most time with the mobile internet is spent using apps. But many retailers have found it difficult to gain traction for their mobile apps.

In fact, a September 2015 survey from GPShopper and comScore found that the most important feature for a retailer’s mobile app was to just be the mobile user’s favorite brand. More than half of US smartphone users said this.

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